MxMIndia

Tag: Rediffusion

  • The agency won the mandate following a rigorously contested pitch

    Khadim’s assigns creative mandate to Rediffusion

    By A Correspondent

     

    Rittick Roy Burman

    Footwear brand Khadim’s has assigned its creative duties to Rediffusion. Said Rittick Roy Burman, Head of Merchandising and New initiative at Khadim’s: “We are glad to join hands with Rediffusion as after reviewing  their recent set of work we felt it is a right combination  of insightful, youthful, fresh and effective creative communication  which tries to stand out in clutter. The team looked confident and capable of handling our brand.”

     

    Navonil Chatterjee

    Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “We are very happy to partner Khadim’s in this exciting journey forward from a well-established, legacy brand to a brand that is dynamic, contemporary and has a pan-India appeal. It is clearly a level-next or a step-up for the brand’s ambitions.”

     

     

  • The deal with Goyal is said to have been done a few months back, but according to sources, there are two reasons for the holdback of the announcement

    Is Sandeep Goyal buying into Rediffusion?

    By A Correspondent

     

    Sandeep Goyal

    At the launch of his book ‘Blog Buster’, the entire top deck of Rediffusion was in attendance. Nothing unusual about it, except that when the book was being written by seasoned advertising person Sandeep Goyal, a former Group CEO of the agency, and now rumoured to have bought a significant majority stake in the creative agency.

    Goyal has laughed off the suggestion whenever we’ve raised it with him, and a senior source in Rediffusion preferred to not comment.

     

    The 46-year-od creative agency has seen its highs and lows, and in recent years, this was caused by a rough relationship with WPP, which owned 26.7 per cent stake in the agency. Last year, MxMIndia broke the story on the stake sale, which was confirmed with an announcement in a few months.

    The deal with Goyal is said to have been sealed (if not inked) a few months back, but according to sources, there are two reasons for the holdback of the announcement: one, a legal tangle that’s waiting to get sorted… a fairly old one, we are told. And, two, there is a possible clause in the parting of ways with WPP that there will be no change in the equity structure of Rediffusion until a year of the deal which was announced in August 2018.

    Industry observers say that if Goyal does take ownership of Rediffusion, his aggressive approach to business could see some key clients across the spectrum coming to the Rediffusion fold.

    Watch this space.

  • The campaign aims to reach out to aspiring home owners

    SBI says #HoSaktaHai for its latest home loans campaign

    By A Correspondent

     

    State Bank of India has launched a new multimedia campaign titled ‘#HoSaktaHai.’ The campaign – created by Rediffusion – aims to reach out to aspiring home owners with a slew of innovative solutions.

     

    Speaking on the campaign, Dinesh Menon, Chief Marketing Officer, SBI said: “While home loan is a highly involved product category, most advertising in the category lacks adequate engagement and appeal from a communication perspective. Hence, it was important for us to not only ensure the brand story gets heard but discussed and recalled as well, amidst all the clutter and fragmented media consumption.  We are delighted at this bunch of films which have a poetic charm to them and are certainly clutter breaking.  We adopted a digital first approach and are happy to see that it has resonated well with different target audiences each piece of communication has been designed to address. We are optimistic this campaign will certainly augur well for our home loans business and stir some category conversation.’’

     

    Added Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion: “While the intention was to be different and clutter-breaking, we focused on bringing alive the constraints faced by aspiring home buyers. Very often they don’t take the plunge because they don’t have a loan option that suits their specific challenges. It was refreshing to have the client not just demand, but also back a brave idea to the hilt.”

     

    Said Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion: “This campaign is all about the strange ‘mathematics of emotion’. We are promoting something like home loans which are worth lakhs and crores, with small, inexpensive objects like dancing dolls and toy elephants that cost just a few hundred bucks! But these inanimate objects are what people dream of decorating and enlivening their new houses with. And this is where emotion trumps mathematics by loosening the purse-strings, by tugging at the heart-strings!”

     

     

  • It is a play on bright yellow and purple and is new-age in its approach

    Rediffusion unveils new brand identity

    By A Correspondent

     

    Rediffusion has unveiled its new brand identity that is a play on bright yellow and purple and is new-age in its approach.

     

    Said Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “Our belief is that Creativity needs to be amplified to the power of technology to arrive at break-through solutions for brands. And when Creativity meets Technology, the result is Connections, Conversations and Conversions. That’s the future of brand building and that’s what this new Rediffusion is poised to deliver on.”

     

    Added Rahul Jauhari, Jt.President & Chief Creative Officer, Rediffusion Brand Solutions: “The need to build powerful brands has never gone. What has changed is the toolset to do so and the environment in which we operate. Brand building is what we have done for decades now. It’s in our blood. In this world of data, analytics and never ending stream of possible specialist partners, the new Rediffusion aims to be that one partner who will hold our clients’ hand as they build their brand in this mad new world of marketing,”

     

     

  • Conceptualized by Rediffusion, the campaign celebrates Tata Motors association with the Wrestling and Kabbadi Champions

    Tata Motors campaign salutes ‘Desh ke Champions’

    By A Correspondent

     

    Tata Motors has launched its latest film, ‘Desh Ke Truck’, that establishes the company’s vast range of commercial vehicles as an integral part of a sportsperson’s quest for perfection followed by success.

     

    Said UT Ramprasad, Head-Marketing Communications – CVBU at the auto major: “Tata Motors is the archetype trucking brand of India. It is truly the ‘Desh ke Truck’. And while for decades it has played a crucial role in ensuring the victory of the Indian economy, it was time it helped the country win in other fields of play too!  Tata Motors Commercial Vehicle’s association with sports is our acknowledgment of the undeniable and unstoppable ‘sportification’ of India. Trucking is made of ‘sterner stuff’, and so are champions!” said UT Ramprasad, Head- Marketing Communications, CVBU, Tata Motors.

     

    Added Pramod Sharma – Executive Creative Director, Rediffusion: “Tata Commercial Vehicles are the lifeline of India. Apart from goods, they carry emotions with them as well – be it Ganesha idols or sports felicitation processions, they are the heartbeat of India. Our idea stemmed from this insight.

     

     

  • The campaign highlights the brand’s product edge

    TVS Tyres promotes product safety in latest film by Rediffusion

    By A Correspondent

     

    TVS Tyres has unveiled its campaign titled #HeavyTested that has been conceptualised and created by Rediffusion. The campaign highlights the brand’s product edge and comprises three commercials carried through TV and extended to print, digital and outdoor.

     

    Commenting on the new launch, P Vijayaraghavan, Director, TVS Srichakra Ltd, said: Our communication this time has taken a fresh approach wherein we are highlighting our products’ high quality standards. Through the advertising campaign, we want to take our customer connect to the next level and appeal to a wider audience. The campaign theme #HeavyTested will cut across all media to gain ample momentum.”

     

    Added Rahul Jauhari, Joint President and Chief Creative Officer- Rediffusion: “The idea of #heavytesting is to single-mindedly drive home the product superiority of our two wheeler tyres. There is a quiet confidence about the films that comes from knowing one’s strengths. The films don’t shout, rather they make a point, emphatically. We believe #heavytesting has an element of stickiness about it and can be leveraged strongly as we go ahead. While the shoot itself was a challenge for the entire team, I’m quite happy with the way everything has fallen into place.”

     

     

  • Both WPP & Rediff appear to be happy to work without each other

    Will Rediff resurrect itself post WPP, Dentsu exit?

    By A Correspondent

     

    Before you say we are being too harsh, because you resurrect only those who are dead, well, you know we don’t mean that. But, yes, the agency has been pretty down in the dumps, and as one insider told us, that few in the younger set of CMOs takes the agency too seriously.

     

    And this for an agency that has done some stellar work. Created Brand Airtel for instance. Has done some awesome work for various clients, over the years.

     

    Rediff’s rise and rise also saw its downfall. Perhaps a wrong choice of captains, perhaps a tough jv with WPP with the then CEO Martin Sorrell making life tough for Rediff co-founder and bossman Arun Nanda by reportedly pulling out key clients. In the recent past, the agency’s cash registers were ringing thanks to the prized contract with the Tatas to handle the group’s PR activities. But it lost that business too earlier this year.

     

    So as MxM reported on May 22 (http://www.mxmindia.com/2018/05/is-arun-nanda-buying-wpp-stake-in-rediffusion/), Rediffusion has exited the WPP-owned Y&R and Dentsu partnerships and has chosen to go independent again. Our sources tell us the money paid to WPP was peanuts (less than Rs 5 crore) and both left the room with a Phew!.

     

    Nanda is happy to go independent all over again, and WPP country manager CVL Srinivas delighted that he can bring in Y&R solo to Indian shores.

     

    Rediff founders Arun Nanda and Ajit Balakrishan have bought back the 40% shares held in their company by Y&R (26.7%) and Dentsu (13.3%).

     

    In a joint statement, Nanda and Balakrishnan said: “Forty-five years back, we started Rediffusion with the vision of creating a passionate and bold agency that would take ownership of its clients and their work; with the promise of creating dynamic, fearless and category-busting work. As communication is undergoing a revolution in this hyper-connected and technology-oriented world, it’s time Rediffusion rode this new wave with a new freedom, zeal and passion. We believe we will be able to deploy a variety of digital tools and creative styles more swiftly, if Rediffusion is on its own.“

     

    The communications group will now comprise Rediffusion, Rediffusion Direct, Everest Brand Solutions, Rediffusion Healthcare Communications and Rediff.com.

     

    In a release, WPP said its companies Sudler, Wunderman and Y&R, which operated as joint venture agencies with Rediffusion, will be developed as wholly-owned agencies, with WPP selling its stakes in the current Rediffusion joint ventures. There will be no change to Wunderman’s existing India businesses.

     

    Said Srinivas: “India is a key growth region for us and we have a well-defined road map and vision for what we would like to achieve here. WPP is home to some of the best marketing talent in this country and our plan is to steer our agencies to stay ahead of the curve – in terms of both market and client needs, by providing the best-in-class offerings.”

     

    Rediffusion’s recent wins include SBI, Tata 150 years mandate, Liebherr & Tata Trusts. The agency also continues to handle Tata Sons, Tata Motors, Parle, TVS Tyres, Taj, L&T Realty, Godfrey Philips, Eveready, HPCL, Audi, GSK, Danone, Sun Pharma, to name a few.

     

    The agency has had a change of guard in the recent past. As reported by MxMIndia (http://www.mxmindia.com/2018/06/rahul-jauhari-navonil-chatterjee-to-take-charge-at-rediffusion-yr-everest-as-dhunji-wadia-to-retire-in-august/ ), Rahul Jauhari and Navonil Chatterjee have taken charge as Joint Presidents. Dhunji Wadia who was to retire as President of the group this month, left last month, in an exit that was reportedly not very amicable.

     

    Lastly, will Y&R enter India? We aren’t a hundred percent sure yet, but don’t be surprised if it does in a hurry. For now, the list of its Asia offices doesn’t include India: https://www.yr.com/locations#asia. But we are told it will be back soon.

     

    As for Rediff, Nanda and Balakrishnan will need to be doing loads of interesting work and get many more clients to stay in the reckoning.

     

     

     

  • According to sources, advanced levels discussions are on for the buyback of the 40% Y&R and Dentsu stakes in the 45-year-old agency

    Is Arun Nanda buying WPP stake in Rediffusion?

     

    By A Correspondent

     

    Is Diwan Arun Nanda buying WPP’s 26.7 per cent stake in Rediffusion Y&R? According to (reasonably reliable) sources, advanced levels discussions are on for the buyback of the Y&R and Dentsu stakes in Rediffusion Y&R. Together, the two global majors own 40 per cent of the 45-year-old Rediffusion Y&R. Or what’s officially called Rediffusion Dentsu Young & Rubicam Private Limited.

     

    It may be remembered that until recently it was WPP that was keen on buying out the 60% owned by Nanda and Ajit Balakrishnan. But that was the WPP run by Sir Martin Sorrell. Now Nanda is reportedly keen on buying the WPP stake. And not just that, the Dentsu stake too.

     

    Not many think it’s a wise move as this will allow Y&R to enter the country on its own and pose fresh competition in what is clearly a tough market for creative advertising agencies.

     

    While Rediffusion recently bagged the prestigious State Bank of India mandate, the creative advertising business overall has been under a cloud over the last year-and-a-half. Even some of the bigger named agencies, including those from the WPP group, have been facing a squeeze on earnings.

     

    According to our sources, post the buyback of the shares, a merger of Rediffusion, the agency, and Rediff.com, the general interest internet-based portal, is also being mulled.

     

    While our sources do not reveal the deal size, and whether it’s in line with the estimates of a Rs 100 cr valuation for the 60 per cent stake owned by Arun Nanda and Ajit Balakrishnan of a few years back, given the changed business scenario, the 40 per cent equity could well be valued at a low Rs 20 crore.

     

    Part of the current Rediffusion Y&R fold is the Made-in-1946 agency Everest Brand Solutions, Rediffusion-Wunderman, Sudler& Hennessey and the PR wing.

     

    As per the Rediffusion Y&R website, the story goes that “one evening in 1973, three leading stalwarts of advertising came together to discuss the state of creativity in advertising. They wanted to do something about the mediocrity, the contentment with the status quo, the inertia that seemed to pervade agencies and people. The three people, Diwan Arun Nanda, Ajit Balakrishnan and Mohammed Khan, came up with a gameplan – to start their own advertising agency, Rediffusion. An agency that would be passionate and bold; an agency that would take ownership of clients and their work to new heights; an agency that would create fearless, category-busting work.

     

    That was a different era. Forty-five years ago. The rules of the game have changed dramatically. The dramatis personae of the advertising business have changed. Will it be achche din yet again for the two Big As of the Media business – Arun and Ajit. Time will tell.

     

     

  • The mandate includes supporting brand and marketing communications of Tata Trusts and its portfolios with strategic and communication planning, messaging development and execution

    Tata Trusts appoints Rediff for strategic advisory & creative services

    By A Correspondent

     

    Tata Trusts has appointed Rediffusion for strategic advisory and creative service.  The mandate includes supporting brand and marketing communications of Tata Trusts and its portfolios with strategic and communication planning, messaging development and execution.

     

    Dhunji Wadia

    Said Dhunji S. Wadia, President, Rediffusion: “It’s a privilege to be the agency partnering Tata Trusts.  True philantrophy is not about compliance or tax savings or free publicity or tokenism or lip service.  But about making a real difference in the lives of the people.  Our effort would be to create work that will make a real difference.”

     

     

  • The Tata Group has mandate its PR and comms mandate to Adfactors PR wef Feb 1. The account size is estimated to be around Rs 30 crore

    Tata says welcome to Adfactors

     

    There are PR agencies and PR agencies and PR agencies. And then there’s Adfactors. Started in 1987 as a boutique agency by Rajesh Chaturvedi and Madan Bahal, it’s today the country’s largest public relations agency. With an employee strength of over 500 people, its turnover is in the region of Rs 180-200 crore. And that number will leapfrog by another Rs 30 crore-odd as the Tata group has signed the agency for as its India PR partner starting February 1.

     

    It’s been discussed ever since Tata Sons got them onboard to handle the all-important job of putting things in order post the Cyrus Mistry episode.The contract lasted a year, and that’s when the industry was abuzz with rumours of the emergence of a deeper relationship.

     

    Soon after the Radia tapes controversy, the Tatas assigned the job of its PR to Diwan Arun Nanda of Rediffusion who in turn assigned the job to Edelman, regarded as the world’s largest independent PR agency.

     

    While the going was good for Rediff-Edelman, there were frequent rumours that the relationship may snap, or that some constituents of the group were free to contract other agencies. A significant indicator of this was when Starbucks moved to Golinopinion and has stayed on with the IPG agency.

     

    The mandate covers strategic counsel and planning, media relations, issues and crisis management, investor relations, advocacy, and integrated campaign development for some of the Tata group’s largest companies including Tata Consultancy Services, Tata Steel, Tata Chemicals, Indian Hotels, Tata Power, Tata Global Beverages and Titan, as well as Tata Sons and Tata Trusts, across India. Note there are some group companies which are currently not part of the roster, in particular Tata Motors. Adfactors has an existing, longstanding relationship with Mahindra & Mahindra and Ashok Leyland and taking on Tata Motors would’ve been a conflict say observers.

     

    In fact it’s this clearminded focus on saying a ‘No’ when there is need to that possibly gets Adfactors to stand out amongst many others. For instance, it’s a clear no-no to handle clients in the business of alcohol, tobacco and non-vegetarian foods. So, for instance, the group doesn’t handle Godrej Tyson Foods.

     

    Said Pradipta Bagchi, former journalist and Group Communications Officer, Tata Group in a statement: “We are pleased to partner with Adfactors PR, India’s largest PR agency, to drive the Tata communications strategy and make the brand engaging and relevant to all our stakeholders,”.

     

    Added Madan Bahal, Co-Founder and Managing Director of Adfactors PR: “The opportunity to work for an iconic institution like the Tata Group that is India’s best known and most trusted brand represents an exciting opportunity for the Adfactors family. The Tata Group is at an inflection point in terms of reinforcing its leadership and growth. We look forward to adding value to its efforts in engaging with a rapidly transforming nation.”

     

    Adfactors will service the Tata mandate out of its 16 offices across the country, supported by a network of 24 support offices covering all state capitals and principal markets. A team of top-level managers with over 20 to 25 years experience headed by former journalist and banking professional Dr Pradeep Raje. Raje had also led the Tata mandate.

     

    In order that Adfactors hops on to the account running, it is learnt that a former senior hand at Vaishnavi Communications, Niira Radia’s PR firm, may be brought on board so that there is greater familiarity with the account.

     

     

  • The account was won following a multi-agency pitch

    Rediffusion Y&R bags creative dutiesof Amplifon

    By A Correspondent

     

    Amplifon, a leading hearing care service provider has appointed Rediffusion Y&R to handle its creative mandate.Amplifonis present in 22 countries and has more than 5,500 clinics all across the globe.

     

    Founded in 1950, is the largest hearing care service provider in India as well, with presence in more than 76 cities with more than 200 clinics. Amplifon has a team of over 200 highly qualified audiology professionals, trained as per international protocol to provide the best service on hearing impairment, rehabilitation, prevention, latest technology and after-care.

     

    Samit Varma, Chief Executive Officer, Amplifon said;“We’ve been through an intense evaluation process and have decided to award the business to Rediffusion Y&R, on the strength of understanding our business, and having the right direction on concepts and strategy. Our criterion for shortlisting our agencies have been purely on the compelling passion & love displayed by the agencies for our brand.”

     

    Shveta Paul, Director Marketing, Amplifon added; “Hearing Care category is small but growing very rapidly, awareness amongst urban consumers is rising and hence the customer is now savvy enough to understand the advantage of going to a global brand like Amplifon. It is this rise in awareness and our leadership position that we at Amplifon have to maintain and take the brand to new heights. We found the pitch from Rediff to be very detailed and made with a lot of passion. Their communication ideas are surely going to impact and influence our customer very soon when our advertising campaign hits the media. We have full faith in Rediff and its team to take this partnership further, and to firmly establish Amplifon as the first brand choice of our customers.”

     

    Dhunji S. Wadia

    On winning the account, Group President Rediffusion Y&R Dhunji Wadia said, “It’s an honor to be associated with Amplifon. Our team is excited to work on this account. We look forward to creating great work together.”

     

  • Has the feisty Arun Nanda (wt Ajit Balakrishnan) agreed to sell his 60 percent to WPP? A report says it is 'likely' to have…

    Rediffusion-WPP. Deal Or No Deal?

     

    By A Correspondent

     

    Is it a story done every year by the news media, as a senior Rediffusion Y&R executive told MxMIndia when we called her/him to verify whether WPP-Rediff was a done deal?

     

    We don’t know. We aren’t sure.

     

    Denials are regularly issued for many M&A deals, but then often these stories are leaked to put pressure on a company that is not buckling under.

     

    Then there are also stories like the one which said that Piyush Pandey was going to join nephew Abhijit Avasthi in his start-up. Pandey has rubbished the story in his recently released ‘Pandeymonium’.

     

    “In most cases, the ‘news’ is completely unfounded, even as the article carries authoritative quotes attributed to unnamed sources ‘close to the developments,” wrote Pandey as he went on to write about the speculative story on him establishing his own advertising as he turned 60 earlier this year.

     

    We don’t know, We aren’t sure.

     

    We can’t say that the Rediffusion deal story is unfounded.  We also ‘confirmed’ it from a couple of independent sources.

     

    Btw, we also spoke to a senior functionary at the Dentsu Aegis Network in India who told us that the 13.33 percent investment is from the Dentsu HQ in Minato, Tokyo in Japan, so we should be calling some ‘San’ there and saying: “Konnichiwa”.

     

    But, since we have rights to republish specific Eco Times stories, here’s what appeared this morning:

    WPP to finally take control of Rediffusion; Y&R to raise stake in Arun Nanda-led agency to 86%

     

    By Pritha Mitra Dasgupta

     

    In 2007, Arun Nanda, who started Rediffusion in 1973, had declared, “Not now, not ever,” to an offer from Martin Sorrell, chief executive of the world’s largest advertising conglomerate WPP, to acquire a controlling stake in his agency for Rs 500 crore. But at 72, Nanda, one of the last standing independent Indian advertising warhorses, seems to have finally put his sword down in the war that Sorrell has been trying to win since 2005. The battle has now been reduced to negotiations.

     

    WPP’s creative agency Young & Rubicam (Y&R), which owns 26.7 per cent in Rediffusion Y&R, is likely to raise its stake to 86 per cent in a deal staggered over the next few months. Y&R will first increase its stake to 51 per cent and gradually buy out Arun Nanda and Ajit Balakrishnan. Nanda and Balakrishnan currently own 60 per cent stake in Rediffusion Holdings Pvt Ltd.

     

    It has Everest Brand Solutions, Wunderman, Sudler & Hennessey and Rediffusion-Edelman as subsidiaries.

     

    The first stage of the deal – the acquisition of management control – will see Nanda and Balakrishnan take home a payout estimated to be around Rs 100 crore.

     

    “Your sources may be incorrect,” wrote Sorrell in response to an email questionnaire sent by ET. A mail written to Nanda did not elicit any response. But during his recent visit to India earlier this month, Sorrell told a number of WPP group CEOs about the agreement of the deal.

     

    The due diligence has already begun. According to multiple sources, while Sorrell, Nanda and Balakrishnan have the deal in principle, they will sign on the dotted line in the coming months. Once the deal is sealed, Rediffusion Y&R and its group companies will be rebranded as Y&R to reflect the new ownership.

     

    While Nanda is likely to exit the creative and media business completely, he will continue to oversee the PR business, and retain a controlling stake in PR agency Rediffusion-Edelman.

     

    “Of all the Rediffusion companies, it is the PR division Edelman that clocks in more than 50 per cent of the revenues…I think it will be best for Nanda to go with the Y&R offer,” said an advertising veteran aware of the deal.

     

    Nanda and Balakrishnan first diluted their stake in 1994 when Dentsu Inc and Y&R, each bought 20 per cent stake in Rediffusion, which was then rebranded Rediffusion DY&R.

     

    In 2000, WPP acquired Y&R. In 2004, the joint venture Dentsu-Y&R was formed in Japan, and the two agencies’ stakes in Rediffusion were redistributed as per a worldwide agreement. In India, Dentsu ended up with a 13.3 per cent stake, while Y&R held 26.7 per cent.

     

    Dentsu’s 13.33 per cent stake is also likely to be transferred to Y&R, said a source familiar with the deal.

     

    Source:The Economic Times

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